A Matter of Distinction: Candidate Polarization and Information Processing in Election Campaigns
In: American politics research, Band 38, Heft 1, S. 165-192
ISSN: 1552-3373
Because Republican and Democratic elites have polarized in recent decades, American voters increasingly face choices between candidates who hold divergent policy positions. Such a development has potential implications for the way voters process information during campaigns and choose between candidates on election day. Drawing on research in political psychology and using a nationally representative survey-experiment, we argue and find that levels of candidate polarization -- the convergence or divergence of candidates' issue positions -- affect voter information consumption, recall of campaign information, and the balance of on-line and memory-based processing employed in the vote decision. In showing that voters faced with more similar candidates rely more heavily on memory-based processing, we provide further support for hybrid models of political information processing and suggest that candidate polarization has consequences for voter attitude strength and resistance to persuasion. [Reprinted by permission of Sage Publications Inc., copyright holder.]